Research On Relationship Marketing Strategy Of Company A

As the economic situation becomes more and more complicated and the market competition environment becomes more and more fierce,how to transform enterprises from mere transaction marketing to relationship marketing is a major topic being discussed in the academic circles at home and abroad.The characteristics of the construction industry also determine the necessity of relationship marketing for construction enterprises.In order to successfully implement a construction project,many aspects are often involved.Therefore,in the process of implementing the project,construction enterprises must maintain a good relationship with many departments,institutions and enterprises,so as to ensure the smooth implementation of the project.Guided by relevant theories of relationship marketing,this paper takes the relationship marketing of Company A as the research object,comprehensively combs the basic situation of Company A and the development status of relationship marketing,and conducts A detailed investigation and analysis of the relationship marketing status of Company A through questionnaire survey.Further to A company relationship in this marketing problems and reasons for in-depth analysis.According to the survey results,the overall quality and effect of customer relationship marketing,supplier relationship marketing and employee relationship marketing of Company A are not satisfactory,and there are still problems such as insufficient attention to customer value,extensive customer relationship management,improper supplier coordination management,and unreasonable talent team construction.This paper uses PEST analysis model and Porter’s Five Forces analysis model to analyze the macro-environment and industry environment of the market where Company A is located.According to the market environment and existing problems of these A company,the corresponding suggestions are given.It is believed that A company should strengthen the marketing communication with customers,enhance the product value chain marketing in multiple dimensions,improve the customer information database,and promote the fine management of customer relationship.Establish the principle of supplier relationship marketing,optimize the strategy of supplier relationship marketing,improve the relationship with suppliers,establish an integrated strategic alliance,etc.Optimize the compensation system of enterprises,pay attention to the development of employees,strengthen business training and technical guidance,and strengthen the internal incentive mechanism of enterprises.